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The Data Integrity Crisis Plaguing Social (and How We’ve Overcome it)

Sep 9, 2021 | Audience Intelligence, Featured, Press

Here at StatSocial, we’re obsessed with data. Extracting information from various sources and piecing it together to provide our clients with a complete picture of their customers is our passion. Our Silhouette™ platform delivers millions of audience insights including their interests, passions, and brand affinities, gathered from major social and community platforms.

A critical component of our job is maintaining quality data—ensuring we comply with all privacy regulations (CPRA, CCPA, etc.), user consent, and data source transparency. In other words, being straightforward about how we collect user data and also how we keep it protected.

The Data Integrity Crisis

Taking the above steps are important to instill confidence in our customers that we are doing the right things. Because as history has revealed, tech often fails in this department.

We all remember back in 2018 when Zuckerberg infamously took the stand (for the first time) in front of Congress to testify about data privacy loopholes that allowed Cambridge Analytica to obtain information about Facebook users. That was a tipping point for the data crisis in tech. After that, it felt like every other week there was a new data breach where private information was leaked—or worse—illegally sold to third-party vendors.

Users are weary of sharing their information with companies due to how it’s being used. And rightfully so. But the good news is the tides are turning. A combination of government regulations and a pledge for more transparency is giving confidence and control back to users. Below are 2 recent examples of this in action:

  1. A recent update on Apple iOS gives users the ability to opt-in (or out) of allowing apps to track their activity
  2. Google announced they’re phasing out third-party cookies

These are steps in the right direction. So what does this mean for marketers that have been relying on these sources to better understand their audiences? It’s time to evolve your data strategy to ensure you are fueling your marketing efforts with high quality, privacy-compliant data.

StatSocial Data: Now Neutronian Certified

We are doing our part to right the data integrity ship. Which is why recently, we willingly participated in the rigorous process of getting Neutronian Certified.

Neutronian is a renowned company that conducts a comprehensive, independent verification of data quality and compliance. The certification process covers a range of topics including compliance with regulatory requirements (CPRA, CCPA, etc.), the use of appropriate methods for obtaining user consents, data source transparency and hygiene, processes for ensuring data protection, and data accuracy.

Submitting StatSocial to the process meant being fully confident in the integrity of our data. We’re proud to have on record that we passed the audit and achieved this high recognition.

In addition to being Neutronian Certified, we also received their Cookieless Certification—a nod to our ability to thrive in an environment where 3rd-party cookies disappear.

Why This Matters To Marketers

So what does all of this mean for marketers?

Social data can feel nuanced. It’s not always abundantly clear where the data comes from and if it’s truly accurate. And when it comes to social audience insights platforms, many are less than transparent about the fact that they only pull data from one social channel—like Twitter.

StatSocial’s Silhouette platform pulls from many different social and community channels to give you a holistic view of your audience. We went through Neutronian’s independent data audit to give customers full confidence that our offering is best in class—and our data is secure, compliant, and accurate.

If you’re looking to learn more about how our platform can give you comprehensive audience insights that will transform your marketing strategy, let’s chat.

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